Where a new product is being launched, a new market is being entered, or an existing market is going through a significant transition, new understanding can mean the difference between success and failure for a business.

It is necessary to take a step back and review the current market situation and take stock of the entire marketing approach - which messages need to be conveyed to which channels, specifiers or end-users, and through which media? As markets evolve, the communications messages and media follow a predictable pattern. We first identify the market situation, and then offer guidelines as to the best way in which to approach them.

• The more you can pre-identify your potential customers, the more effective you can be in reaching them.
  

• The more you know about which customers are the softest targets, the less communications resources you waste.

• The more you understand how your customers buy, the more you can focus your marketing efforts.